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Fine Adjustment to Programs on CCTV Comprehensive Channel, Choice Programs Highlighted

05-04-2012 09:40 BJT

  “Our task is to coordinate the best programs in CCTV,in the country, or even in a worldwide range, and then present them to the audiences on the Comprehensive Channel so that they can have top-level enjoyment. As the flagship channel of China Television, CCTV Comprehensive Channel is the most influential communication platform and every adjustment is better oriented to this position.”

Ma Yihong

  CCTV Comprehensive Channel has conducted slight adjustment to its programs since April 16. The broadcasting time and period of Morning News and Night News are modulated. Emphasis is put on the “New 22:30” choice program period to disseminate graceful culture and build a quality brand.

  Following the adjustment, the live broadcasting period of Morning News extends to two and a half hours. Specifically, it will be broadcasted during 6:00-8:30 simultaneously on the News Channel and the Comprehensive Channel, and continues to be broadcasted on the former one between 8:30 and 9:00. The broadcasting of news program is earlier after adjustment with longer periods, satisfying to the largest extent audiences’ demand on morning news. The Night News will be 20 minutes in length each Saturday since April 14.

  The “New 22:30” choice program period is added at night. Avant-garde documentaries at home and abroad will be launched from Monday to Friday, named Charm?Documentary, 50 minutes for each episode. Thank God, You Are Here, a cultural program of wisdom will be presented on Saturday to inspire your intelligent elements. On Sunday there is the news feature program Catch a Sight, highlighting quality, grade and depth of thought.

  Where do these modulations originate? What new changes will they bring to the Comprehensive Channel? The journalist (J) had and exclusive interview with Zhang Guofei (Zhang), Director of the Program Arrangement Department of this Channel.

  J: What’s the background of the adjustment to the Comprehensive Channel?

  Zhang: Being the flagship channel of CCTV, the Comprehensive Channel has the widest coverage and largest influence in China, bearing not only the task of achieving audience share and rating but that of broadcasting mainstream culture and values of China Television. It is a big flag of Chinese TV industry. This Channel is positioned as “a quality comprehensive channel focusing on news”. All the modulations and innovation we have performed are aimed at this position.

  J: The newly launched Charm?Documentary, a choice program of the Channel at night has harvested fervent responses from the audiences. Will you please tell us about this program in detail?

  Zhang: As the “quality comprehensive channel”, this Channel is supposed to display the most advanced and top-grade achievements of human civilization by means of television. Documentaries are undoubtedly the most important form in this respect.

  Unlike general short news and features, documentaries require profound cultural heritage, long-time researches and interviews as well as high standard filming and production. With strong sense of history and culture, it is not just a record, also representing the thought and concern on an age and a society.

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